Jim McLaren, chairman of Quality Meat Scotland, this week urged producers to have confidence in the long-term future, saying the industry had moved away from the price cycles witnessed in the past. Speaking on the QMS stand at Anuga, Germany, he said: ‘This is a very exciting time for our industry. Our exporters can offer overseas buyers provenance, traceability, quality and flavour. Yes, prices are high and there is little to suggest that will change, but buyers recognise the value of the products they are getting from Scotland and they can’t get enough!’

Giambattista Lama of Lem Carni, based in Emilia Romagna, Italy, was one of the first importers who recognised the potential of Scotch Beef. For over 25 years he has been developing sales by specifically targeting top restaurants and butchers in Italy.

‘Lem Carni’s support and enthusiasm for Scotch Beef has been a key factor in the development and success of the brand in Italy,’ added Mr McLaren.

‘The company has worked tirelessly to promote Scotch Beef to their customers, and have been dedicated ambassadors. Demand for our products, in particular our Scotch and Specially Selected Brands, remains high in Italy, and across the continent.’

www.qmscotland.co.uk

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Scottish farmers have a strong opportunity to increase production of livestock and capitalise on the demand for Scotch Beef and Scotch Lamb…